Marketing Communications A Brand Narrative Approach

ISBN-10: 0470319925

ISBN-13: 9780470319925

Edition: 2010

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Description:

Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
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Book details

List price: $73.95
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/21/2009
Binding: Paperback
Pages: 606
Size: 7.50" wide x 9.75" long x 1.00" tall
Weight: 2.024
Language: English

Fundamentals of Marketing Communications
An Introduction to Marketing Communications
The Consumer and the Decision-Making Process
The Marketer and the Decision-Making Process
Communication Objectives and Target Audience
Communication Objectives
Target Audience Responses
Strategic Target Audience Analysis
Tactical Target Audience Analysis
Brand Positioning and Communication
Brands
Strategic Positioning
Tactical positioning
Tactical Advertising Execution
Creative Ad Execution
Not -for-profit organizations and PR
Media
Media Planning/Scheduling
Media choice
Sales Promotion<$$$>
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